Oracle Craft Beer Labels
Oracle Brewing Company had requested a series of three craft beer labels to be made, each inspired by a separate poem, by the late Theodore Roethke. My series of labels were selected out of many entires to be produced for a weeklong event in partnership with Saginaw Valley State University.
Client
Oracle Crewing Company
Discipline
Packaging Design
Deliverables
3 Craft Beer Labels
Software
The Goal
My goal when creating these labels was to capture the essence and meaning of each poem while crafting a unique and visually interesting design. My goal was to create not just labels, but labels that held a story within themselves.
Target Markets
Primary Market (60%): Craft beer enthusiasts. This demographic would typically fall around upper-middle class with disposable income. Typically male, but a strong female audience as well. Age would be around their late 20's on up.
Secondary Market (40%): Poetry and literature enjoyers. This demographic shares many qualities with the primary although it tends to lean more female dominate and age starting roughly around mid 40's.
Designing
Color
Each color was carefully selected with my target market and the desired overall feel in mind. I opted for a limited palette of warm tones to evoke a sense of coziness and warmth. These colors were chosen to convey the feeling of poetry, as I believe the warmth and comfort they provide mirror the experience of reading poetry.
#AA3F57
#FF8C42
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#000000
Typography
For typography, I chose a combination of a serif and a sans-serif font: Dreamboat and DIN Condensed Bold, respectively. These two fonts complement each other and ensure legibility, even at small sizes.